Maven, a virtual provider for women’s and family health, has launched its direct-to-consumer products featuring a virtual care clinic, a GLP-1 offering and a hormone therapy offering.
They are available through cash-pay for now. The goal is to close gaps between prescriptions and follow-ups that GLP-1s and hormone therapies require, and look at women's health holistically.
In terms of pricing, the GLP-1s start at $150 a month. For the hormone product, there is a $150 one-time fee, which includes two virtual visits, in addition to medication costs. Specialty care visits in the virtual clinic are currently pay-per-visit, though insurance coverage for those is the eventual goal.
In response to a Fierce Healthcare question at a launch event in New York City on Tuesday, Maven Founder and CEO Kate Ryder explained her long-term vision for the enterprise and consumer businesses.
“That’s kind of where healthcare is going," Ryder said. "Two years from now, employers and health plans have two buckets: some things are covered, and some things are not. … We had to do both sides of the marketplace.”
Right now, Maven members must go to other platforms to get missing pieces of care, such as GLP-1s, Ryder explained. And they are not having good experiences. So it made sense to bring that in-house. Members who get Maven through their employer can now receive GLP-1s through the DTC offering, as can consumers without the enterprise offering.
"What we’re moving to is just one universal dashboard. … It knows what’s covered, and it knows what’s not,” Ryder said.
In April, Maven conducted a survey of female patients ages 30 to 60, as well as a survey of healthcare providers treating women in that age group. The surveys aimed to understand the gaps in women’s healthcare, particularly around weight loss drugs and hormone therapies.
Only 19% of women said their hormones are always taken into consideration in care related to their reproductive life stage. And more than half of women suspected two or more of their symptoms were connected to the same underlying issue and had been told they weren’t.
Nearly 75% of providers regularly see patients with overlapping hormonal, metabolic and mental health systems, the Maven survey found, yet only 44% say their training prepared them to connect the dots.
"We want to be able to explain to our patients what’s going on, but when our training isn’t there, we don't have the time and we just feel not supported by the system," Janelle Duah, M.D., Maven Clinic's associate medical director, said at the launch event. “Medicine has been classically patriarchal. … What we’re more and more trying to lean towards is shared decision-making."
Additionally, of the quarter of women surveyed who have used GLP-1s or hormone therapies, over a third said follow-up was limited or not there at all. At the same time, four in 10 providers reported they don't have enough time to adequately support patients after prescribing GLP-1s.
Additionally, more than half of women have been dismissed by a provider, and nearly half reported seeing two or more providers in the past year for care related to their reproductive health.
Half of women in the survey said the single thing that would most improve their healthcare experience is a provider who understands their whole health, and a third said better coordination across their providers would help. Similarly, over a third of providers agreed that a single integrated care model would be the thing that women in this age group need most from the system.
March 11, 2026
Maven Clinic launches DTC vertical focused on GLP-1s, hormone care
Maven, a virtual provider for women’s and family health, is launching a direct-to-consumer platform in the U.S.
The waitlist is open, with the launch in beta later in March. Starting this spring, Maven’s consumer platform will have three core offerings: virtual specialty care, GLP-1 care and hormone care. GLP-1 care will be a monthly subscription, hormone care will be a one-time fee and all other services will be pay-per-visit.
More pricing details will be shared in May, and Maven will seek payer partners who can bring its care into their networks.
“As consumer health ads have overtaken social media, we've watched hormones get marketed as a panacea without the necessary rigor to personalize hormone care in the way that is most likely to help,” Maven founder and CEO Kate Ryder wrote in a blog post on Wednesday. “Personalized care is the only way to do it.”
Adding about GLP-1s, Ryder wrote, “GLP-1 protocols have been similarly complicated by a profusion of one-size-fits-all marketing.” Weight loss drugs are among “the most exciting medical advances,” Ryder wrote, and fundamentally impact metabolic health.
Maven prescribes FDA-approved, brand-name weight loss drugs only, operating under the belief that compounded drugs are less safe. Maven hopes with time and more research, brand-name drugs will be covered across women’s reproductive health.
Within Maven’s fertility benefit for employers, some fertility clinic partners are bringing GLP-1 prescribing in-house because of the impact it has on PCOS. In 2021, about 2% to 3% of PCOS patients were prescribed a GLP-1, Ryder shared. Today, that number is up to 17% to 18%.
Enterprise Maven members already have access to Maven’s core clinical programs, which include fertility and family building, maternity and newborn care, pediatrics and midlife health. Most Maven enterprise members already also have access to hormone support, including visits with menopause-trained clinicians or hormone replacement therapy. With the DTC offering, Maven hopes to build ways for employers to sponsor GLP-1 care on Maven. Employers and health plans will be able to add these offerings for their members starting in 2027.
Employers are spending more on women’s and family health, but that is not always being felt by employees, a recent Maven survey found. Though employers reported a 39% average increase in women’s and family health benefits offered year-over-year, the share of employees who felt their benefits support them “very well” dropped 10% on average. The gap in what’s being offered and what employees are feeling exists because of a lack of thoughtful integration, executives previously told Fierce Healthcare.
Eleven years ago, Maven launched as a virtual DTC clinic focused on women’s health. But, as Ryder wrote in her post, “we were too early. It was pre-COVID, and coverage for virtual care was nearly non-existent.” So Maven pivoted, working with employers and health plans and reaching 28 million covered lives globally. The company built high-risk programs and integrated benefits, taking financial risk against fertility and maternity outcomes.
Maven has been continually expanding its offerings. In February, Maven announced a partnership with Color Health to expand access to oncofertility care, helping patients of childbearing age going through the cancer journey to understand and preserve their fertility options. Last fall, it expanded its maternity care program with remote monitoring to identify risks earlier and added a NICU program to help babies get home faster. It also rolled out a cycle tracker to Fertility & Family Building members to flag possible irregularities and recommend appointments with a Maven specialist to determine potential underlying diagnoses.
“The future of consumer health won’t just be about more tools,” Ryder wrote in her blog post. “We are paving the way to new clinical models—rigorous, deeply integrated, and accessible to every woman.”